TITLE

Beyond Communications

AUTHOR(S)
Marks, Wayne
PUB. DATE
July 2007
SOURCE
Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p12
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
In this article the author examines what the concept of brand management is about and discusses how companies go about branding the image of their products into the minds of consumers. He discusses how consumers do their research before buying products and notes that brand management is no longer just about presenting a product's benefits. He lists four goals that brand management needs to reach in order to successfully market their products which include gaining new customers, retaining existing customers, creating bonds with customers and getting more share of the wallet from existing customers. He then discusses how companies can go about achieving these goals.
ACCESSION #
25927692

 

Related Articles

  • A FINAL WORD ON BRANDING. Javed, Naseem // Spa Management;Apr2006, Vol. 16 Issue 4, p64 

    Discusses the use of product and service branding as a cure for all kinds of problems in business. Variations of branding; Use of promotional tools in branding products and services; Disadvantages of branding.

  • The alchemy of differentiation. Mitchell, Alan // Brand Strategy;Oct2004, Issue 186, p9 

    This article presents information on brands and marketing. Marketing has its own phlogiston, which its best minds obsess about it's called differentiation. It doesn't exist It never will. The quest is futile. Worse, it diverts companies from their real job of providing superior consumer value...

  • Role of Product Knowledge in Evaluation of Brand Extension. Muthukrishnan, A.V.; Weitz, Barton A. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p407 

    This paper examines the role of product knowledge in consumer evaluation of brand extensions. Specifically, we give a set of hypotheses on the moderating effect of the variables of product knowledge and type of similarity on similarity judgment between original and new product categories as well...

  • The role of internal branding in the delivery of employee brand promise. Punjaisri, Khanyapuss; Wilson, Alan // Journal of Brand Management;Sep2007, Vol. 15 Issue 1, p57 

    In branding literature, the employee role is recognised as crucial in delivering the service as promised by the brand. A plethora of existing insights have been gained through practitioners' and customers' perspectives. Little empirical research has been undertaken with employees. Therefore,...

  • Designing Loyalty-Building Programs for Packaged Goods Brands. Roehm, Michelle L.; Pullins, Ellen Bolman; Roehm Jr., Harper A. // Journal of Marketing Research (JMR);May2002, Vol. 39 Issue 2, p202 

    The authors investigate the effects of loyalty programs on loyalty to packaged goods brands. Findings from a series of experiments indicate that the incentive that is offered in a loyalty program is important to whether the program succeeds or fails at building brand loyalty. The data reported...

  • Brand name and consumer inference making in multigenerational product introduction context. Auh, Seigyoung; Shih, Eric // Journal of Brand Management;Jun2009, Vol. 16 Issue 7, p439 

    Employing consumer inference making and the information congruency framework, the authors examined the effect of brand name in the context of multigenerational product introduction in two studies. Results showed that brand name type had an effect on perceived technological improvement, product...

  • Marken-Rating. Wiedemann, Florian // University of St. Gallen, Business Dissertations;2004, p1 

    The dissertation discusses the contributions of brand rating or brand evaluation to the development of a "true and fair view" of brands for the purposes of product management and marketing. The relevance of branding, brand recognition, and brand identification to both corporations and consumers...

  • ON THE POTENTIAL FOR ADVERTISING TO FACILITATE TRUST IN THE ADVERTISED BRAND. Fuan Li; Miniard, Paul W. // Journal of Advertising;Winter2006, Vol. 35 Issue 4, p101 

    This paper reports the results of two studies examining the potential for advertising to enhance a product's perceived trustworthiness. We find that prior experience is not an essential prerequisite for the seeds of trust to be planted, as advertising with a simple trust appeal for an unknown...

  • The Interaction of Power Brands in Reality Shows: How One Alters Another's Identity? Roy, Kisholoy // ICFAI Journal of Brand Management;Dec2007, Vol. 4 Issue 4, p51 

    The more differentiated a brand is, the more are its chances to be tried and the less are its chances of being substituted. Relevance is the actual and perceived importance of a brand to a large consumer segment. The factor measures the appropriateness of a brand to consumers and is strongly...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics